Yan Ming, General Manager of Digu Rila (China) Coatings Co., Ltd.
Low-rent housing and fine decoration bring some market share
Reporter: When it comes to the regulation of real estate, in addition to regulation, we have also launched a series of affordable housing and low-rent housing. Does Finlay Paint have any thoughts on this aspect as a high-end brand?
Guest: At this point, we are also very pleased to see some developers, he is doing a combined development. For example, he developed some of the resources given by the government, such as low-rent housing or affordable housing, and also made a number of relatively high-end products. A conscientious agent will put the quality of the two products in the same grade. For example, we have recently made several projects. He asked for materials for the exterior walls, which are very good for exterior wall paint. These developers have a better conscience. He said that I would rather spend more money, but I will reduce the amount of follow-up investment and make the project better.
Therefore, in this façade project, we rely on the advantages of our color palette, and also undertake some of the economical housing projects. In some big cities, there may be some affordable housing for some demolition families. These families often have a larger area or more compensation due to demolition, and may not be a house. One of them may be his own, and it must be the best seasoning. Therefore, our high-end products still have a certain market share, there will be certain sales.
Reporter: We have learned before that, now we are working on the project of fine decoration. How about the renovation of Finlay paint?
Guest: We have strategic cooperation with some of the top companies in the fine decoration industry. These home improvement companies are also turning to fine decoration, because the home improvement company has certain resources, such as his ability to integrate materials and labor, and the ability to control construction standards is relatively strong. They have not paid much attention to making hardcover rooms all the year round. Since there are fewer and fewer customers in this home improvement, there are more and more customers in the opposite public dress, so they are also facing a transformation.
We have strategic cooperation with many home improvement companies, such as their top menu is Finnish paint. Naturally, they will use us for some high-end projects. In addition, we also have some products that are specially supplied to large customers. These products are relatively cheaper, and these products are also suitable for this market.
Leading the market in the high-end decorative paint market
Reporter: What is the current market share of Finlay Paint?
Guest: Many people think that in a particular industry, or a specific business field, you must do a few to survive. In China, especially in the big market of paints, the boss has already had it, and that is not all other brands can survive. We don't think so. We will further subdivide this market. We are the boss of the high-end decorative paint market. This market share may only account for 1% of all paints, but the Chinese market is too big, even if this 1% is enough for us to make the original imported products survive. So this is one of our goals.
Reporter: Is this also an important competitive force for us to compete with other paint companies?
Guest: Yes, because other brands may be more inclined to price competition. We have always insisted on bringing the most advanced, best and most environmentally friendly coatings from Europe to China. For example, we have international certification. With this certification, this paint can be used in tight and small cabins. This kind of certification will appeal to high-income customers.
In addition, we have many products that have European eco-standard certification. This certification is about 5% of high-end products in each industry to achieve this certification. In addition, we also have some anti-asthma certification, with M1 certification. That is to say, the odor of our paint volatilization is as small as one level of glass.
So what we have been insisting on is to do the best things, and not to succumb to this price competition. Of course, we may also build factories in China in the future, bring European mature technology and raw materials to China, and make it a unique product, but this is a step in the future.
The pursuit of art to achieve personalized color
Reporter: Before you mentioned the color palette, by understanding, Finnish paint has its own advantages in color matching, please introduce.
Guest: We are the inventor of personalized color. In 1967 we invented personalized coloring. In the past, the color palette was adjusted in large quantities in the factory, but this is not suitable for personal use. So in the future, we can invent a variety of color pastes, add them to the paint and stir them, so that we can adjust the color. It is similar to the principle of a TV set. RGB 3 primary colors, different color ratios are different, and the color is different. This system has been developed for generations.
This year, we launched the avatint system globally. Its biggest feature is that its color paste is a zero-oriented VOC. In this way, our paint is zero VOC, the color paste is zero VOC, and the paint is zero VOC after the whole adjustment. In addition, in terms of color, the future development of coatings, personalization requirements will be highly valued. There are more than 5,000 colors in our color card, and our common color cards have more than 2,000 colors. Many colors are found in Europe by many designers to design and come together. The color that Finlin paints is not copied according to the industrial color card, but is inspired by art and created. For example, if you are a little gray, he may just look at the pebbles, some strange and strange stone colors, we pick it out and extract it. So this is an artistic one of us, and one thing we have been pursuing.
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